Teva Launches New Global Campaign for 2012
OutdoorHub 02.21.12
Leading adventure brand Teva (a division of Deckers Outdoor Corporation NASDAQGS: DECK) announced today the launch of their 2012 marketing campaign, Stories are the Proof of Life. The multifaceted campaign debuts February 2012 on Teva.com, social networks and in-store. It will be supported by TV, print, digital and out-of-home advertising throughout the year.
The campaign depicts the stories that are told through the collection of seemingly insignificant objects. These objects are proof of the life lived—from an overfilled passport to a race bib or even a rock picked up along the journey. The initial concepts draw inspiration from Teva’s sponsored athletes and ambassadors and the first video will feature Brad Ludden, Teva professional kayaker and founder of First Descents.
Kicking off in spring, the campaign supports the new Fuse-ion, a high performance water shoe that highlights Teva’s supremacy in, around and on water. The campaign, which will receive over 40 million impressions globally from February through June, will feature specific story executions speaking to wakeskating, kayaking, surf and stand-up paddleboarding.
“The campaign was born in my closet,” says Lucas Martinez, Teva Associate Marketing Manager. “I was digging through a bunch of old junk I had in a shoebox, and I realized that everything reminded me of the stories in my life. I spent hours looking through that box. Then I looked down and saw a pair of Teva flips that I wore in Fiji and it brought me right back to that moment, and I realized that this is what ‘Live Better Stories’ is about. The things we all choose to keep are proof of our better stories.”
Conceptualized by Teva’s internal creative team, the campaign was brought to life with the help of freelance art director, Dustin Smith who first gained notoriety from his work with Altoids and has since worked with clients like Nintendo and Clorox’s Green Works division. Complimenting Dustin’s direction, the campaign was shot by Dwight Eschliman, a photographer out of San Francisco who has worked with clients such as Apple, Absolut and Audi.
Accompanying the campaign, the brand will launch a full retail program starting in February though selected retail partners which will include shop-in-shop, window displays and seasonal point-of-purchase fixtures. Also starting in February, the brand will run the “Teva House” promotion via their Facebook page for six weeks which allows individuals an opportunity to win a trip for two to Vail, Colorado for the 2012 Summer Teva Mountain Games. Two winners will be selected from North America and the remaining 11 winners will be selected from regions across Asia Pacific and Europe.
